Shedding Light On Dark Social Media: Dave Duarte At Heavy Chef
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Transcript of Shedding Light On Dark Social Media: Dave Duarte At Heavy Chef
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SOCIAL@daveduart
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DARKTRACKING THE INVISIBLE
How did you hear about tonight’s Heavy Chef event?
Dark Social Media
Most social sharing happens through dark channels
5
1971 -
The most intimate kind of sharing happens in the DARK
So how do you measure the ROI of this kind of sharing?
38 bounce
5 don’t scroll
Which leaves you with just 45
100 people come to your (rather average) website:
12 don’t let you finish
YOUR ACTUAL AUDIENCE
Clicks suck
Because Linkbait
Pageviews suck
Views Suck
Followers Suck
Influence by numbers
Even “Shares” Suck
YOU WON’T BELIEVEHOW UPWORTHYARE SOLVING IT
ATTENTION RULES
The Financial Times recently announced that it will sell display ads based off the time its
audience spends with content.
Total Time Reading
BEST PLACE ON A SITE FOR A WEB BANNER?
5000 clicks0:10
500 clicks2:00
Which would you rather have?
WHAT’S YOUR ONE TRUE METRIC?
HOW COMPELLING?
Behavioural insight Social Tech
Scientific Benefit
One million page views! 50,000 signups!
Five million posts! 165 million active users!
Theory of change
Linking a social signals to business outcomes
How do you measure success on Snapchat?
Make it real
MAKE IT COUNT